Buybuy Baby announced it will close all 10 of its remaining retail stores by the end of the year, shifting to an online-only business model.

The “strategic reset” comes less than a year after the retailer, which filed for bankruptcy in 2023, reopened select locations under new ownership. In a corporate blog post, buybuy Baby said it is “transforming into a digital-first brand, focusing all our energy on providing an exceptional online shopping experience.”

The company attributed the decision to customer and business partner feedback, acknowledging that, “We understand this may be disappointing news, and we want all our customers to know this wasn’t a choice we took lightly.”

Buybuy Baby’s plans for store closings

The buybuy Baby website currently lists 10 stores across seven states in the Northeast, all of which are slated to close by the end of 2024.

To clear inventory, buybuy Baby said it is offering discounts of up to 30% on in-store merchandise, with all sales being final. The retailer has also discontinued its buy online, pick up in-store (BOPIS) service. After October 31, physical stores will no longer accept buybuy Baby gift cards, though customers can still redeem them online.

In an online FAQ, buybuy Baby announced recent updates to its website’s account login aimed at improving the digital experience for customers. The retailer highlighted new features, including enhanced account management and convenient order tracking. Customers can access their order history, view past purchases, and reorder favorite items directly by adding them to their shopping cart from their account page.

The company also clarified that baby registries will remain available on buybuybaby.com, with registry completion codes valid for both in-store and online purchases. However, in-store discounts cannot be combined with registry codes.

Buybuy Baby’s ownership

The pivot to an online-only presence comes nearly a year after buybuy Baby relaunched its ecommerce website and reopened a handful of physical locations in late 2023.

Originally founded in 1996, the retailer was acquired by Bed Bath & Beyond in 2007. At the time of Bed Bath & Beyond’s bankruptcy filing in April 2023, Buybuy Baby operated approximately 120 stores across the U.S. However, all locations were shuttered by the summer of 2023 as part of the bankruptcy proceedings.

In June 2023, New Jersey-based crib manufacturer Dream On Me Inc., a former buybuy Baby vendor, acquired the buybuyBaby brand’s intellectual property and digital assets, including its mobile platform and first-party customer data, for $15.5 million.

Following the acquisition, Dream On Me reopened 11 stores across seven states, including Connecticut, New Jersey and Maryland, with plans for further expansion. However, the company is now focusing exclusively on digital growth.

Pete Daleiden, who joined buybuy Baby as CEO in August 2023, is leading the company’s digital transformation. Daleiden previously held senior merchandising roles at Bealls Inc. and spent 16 years at Bed Bath & Beyond, primarily in merchandising leadership, according to his LinkedIn profile.

Overstock’s acquisition of Bed Bath & Beyond

Separately, online retailer Overstock.com acquired Bed Bath & Beyond’s intellectual property for $21.5 million in June 2023. Overstock has since relaunched its own website, distinguishing it from Bed Bath & Beyond’s online operations.

While Beyond initially focused on relaunching Bed Bath & Beyond as a digital-only brand, the company has since invested and entered into partnerships with The Container Store and Kirkland’s to bring Bed Bath & Beyond back to physical stores.

Overstock, now operating under Beyond Inc., is No. 63 in Digital Commerce 360’s Top 1000 database of the largest North American online retailers. Bed Bath & Beyond formerly ranked No. 47 before its bankruptcy and Overstock.com previously ranked No. 50. Digital Commerce 360 projects Beyond’s total web sales in 2024 will reach $1.58 billion.

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